Friday, February 7, 2020

Rolex @ 2020 Greenroom Design Academy Awards


Rolex @ 2020 Greenroom Design

Academy Awards

Exploring Polar Extremes in 5th Year of Design


It's time again for the Oscars, and once again Rolex is not only the primary sponsor, but also designed the Greenroom for the 2020 Academy Awards as seen in the magnificent Rolex photos below.



The Following (in green text) is from the Rolex Press Release:


DESIGN OF THE GREENROOM

The ethereal beauty of a polar landscape is captured by Rolex in its 2020 Greenroom design. Greenroom guests are invited to witness an icy scene, as if they are in the middle of the North Pole gazing at the stark, white landscape from a cozy, wood- panelled observatory decorated with warm-toned furnishings that contrast with the frosty white of the frigid outside setting. Special lighting will give a sense of sunlight and shadow playing on the area, as well as simulating sunrise and sunset and the passage of time.





Time is a fundamental concept of the design, with the display of the Rolex Explorer II central to the decor that evokes the vital function that the watch plays during extreme expeditions. Meridian lines emanating from the watch draw the eye from the timepiece to the outside world.

Further representing the atmosphere of an expedition, slanted mirrors help deepen the sense of distance, while also enticing guests to view the polar horizon line depicted through the Greenroom’s windows. Overall, the effect is one that allows an appreciation of both the beauty and vulnerability of extreme regions of the Earth.



ROLEX GREENROOM 2020

ROLEX INVITES OSCARS GREENROOM GUESTS TO EXPLORE THE POLAR EXTREMES IN FIFTH YEAR OF DESIGN

Los Angeles, 5 February 2020 – Inspired by the world of cinema, every year since 2016, Rolex has created its own unique and evocative design for the Greenroom at the Dolby Theatre, the illustrious room where presenters gather before going on stage to bestow Oscars on the winners, as well as special guests of the Academy Awards.





This year, Greenroom guests are again treated to a design theme that has deep resonance for Rolex − polar exploration. The history of Rolex and exploration is linked to some of the greatest expeditions of the past century, with Rolex Oyster Perpetual watches accompanying explorers and adventurers to the highest peaks, the most remote caverns, the poles, and the deepest oceans – the underwater world reflected in the 2019 Greenroom theme.

For decades, these pioneers have considered Rolex watches as veritable tools in their struggle to push back physical and mental boundaries and attested to their reliability in the planet’s most challenging environments. The iconic Explorer model was launched in 1953, following the first successful ascent of Mount Everest, while the Explorer II was introduced in 1971.




In the 21st century, Rolex’s support for exploration is changing from pure discovery to preserving the natural world. In 2019, the company launched its Perpetual Planet initiative to protect the environment in the face of climate change. The Greenroom’s design signals this focus.



“The design of this year’s Greenroom is a reminder of the beauty and fragility of the environment that Rolex is seeking to protect through our support of pioneering individuals and organizations finding solutions to safeguard the planet for future generations,” said Arnaud Boetsch, Rolex Director of Communication and Image.



ROLEX LINKS TO CINEMA

In 2017, Rolex became Proud Sponsor of the Oscars®, giving official recognition to the brand’s long-standing connections to the world of cinema. It is Exclusive Watch of the Academy of Motion Picture Arts and Sciences and Founding Supporter of the Academy Museum of Motion Pictures, which aims to preserve film history, a key interest of Rolex whose values include the importance of encouraging the transmission of knowledge from generation to generation. 

©Renzo Piano Building Workshop/©A.M.P.A.S./ Image from L’Autre Image

The photos above and below of the Academy Museum are renderings of the all the brand new museum which is beyond amazing and schedule to open to the public soon. Once it's open will prepare a super-detailed story on it's amazing design.

Rolex also supports individuals who achieve the highest level in their field. Brand Testimonees in cinema are Kathryn Bigelow, James Cameron, Alejandro G. Iñárritu and Martin Scorsese whose films have collectively won 57 Academy Awards®.

©Renzo Piano Building Workshop/©A.M.P.A.S./ Image from L’Autre Image

This formal relationship with cinema underscores the historical nature of the links Rolex has with the art form. Renowned for their endurance and prestige, as well as for depicting courage and tenacity, Rolex watches have been used to indicate these qualities in characters in films for more than 60 years.

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